Toys 'R' Us Beefs Up E-Commerce Presence

NORTH AMERICA–In an effort to keep with the changing times, Toys ‘R’ Us has partnered with Mirakl to create a new online marketplace for both Toys ‘R’ Us and Babies ‘R’ Us in the U.S. and Canada.

April 6, 2018

Toys 'R' Us Beefs Up E-Commerce Presence

The online marketplace is anticipated to increase the product selection available to Toys ‘R’ Us and Babies ‘R’ Us customers in North America.


The announcement comes less than two weeks after the

retailer filed for bankruptcy in the U.S. and Canada.

The new e-tail marketplace will allow the reatiler to not only increase its online product selection, but also decrease the time to market for new merchandise.

Toys ‘R’ Us also plans to leverage data gathered on the platform and from from third-party products and sellers to detect potential, new retail partners and influence the company’s in-store offerings.

“When we met with the Toys ‘R’ Us team, it was evident they have a clear vision for the future of their business,” says Adrien Nussenbaum, chief executive officer and co-founder, Mirakl. “We are confident in our ability to support their growth objectives with our Mirakl Marketplace Platform, and we are honored to become one of their trusted

partners. We’re thrilled to help Toys ‘R’ Us successfully launch and operate its marketplace and bring joy to millions of more consumers.”


Additionally, TRU has unveiled a new marketing rebrand that centers on launching new interactive elements, called Play Labs, at 42 TRU locations. The Play Labs will launch with some of the season’s hottest toys, allowing families to test out the toys before making a purchase. Seasonal toy demonstrators will also be on hand to showcase how each toy works.

Furthermore, on Oct. 6, TRU will launch a giant, interactive Etch-a-Sketch screen in New York City, allowing commuters to participate in “some unstructured fun.” TRU will also visit a score of colleges to remind the “big kids what it’s like to play.”

The online marketplace and new branding announcements comes at difficult time for the toy retailer, which has been crippled by debt since it was acquired by private equity firms in 2005 and is currently filing for Chapter 11 bankruptcy in the U.S. and seeking protection under the Companies’ Creditors Arrangement Act in Canada. However, TRU plans to use the bankruptcy proceedings to restructure its debt as well as “establish a sustainable capital structure that will enable it to invest in long-term growth,” such as the new online marketplace.

“As the leading toy and baby retailer, customers expect us to have the latest and greatest assortment of products available. The marketplace model provides the opportunity to accomplish just that,” says Lance Wills, global chief technology officer, TRU. “We look forward to working with Mirakl, and its experienced team, to bring this user-friendly shopping option to our customers.”

The new online marketplace for TRU and Babies ‘R’ Us are set to launch in the U.S. and Canada in 2018.

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